A Classic Reborn, a Jianghu Reunited! CMGE’s Legend of Sword and Fairy at 2026 CLE China Licensing Expo — Highlights
When the familiar world of Legend of Sword and Fairy steps off the screen, what does it look like?
Stepping into Hall W3 of the Shanghai New International Expo Center, visitors are greeted by pink-and-blue upturned eaves and a striking “Legend of Sword and Fairy” signboard. Here, the familiar jianghu of the series has taken on a lively new form.
From October 21 to 23, the 19th China Licensing Expo (CLE China Licensing Expo) is held at the Shanghai New International Expo Center. CMGE presents Legend of Sword and Fairy at Booth T03 in Hall W3, meeting players and partners through character portrayals and a diverse range of licensed merchandise. This also marks the sixth consecutive year that Legend of Sword and Fairy has exhibited at the show.
From stories on a screen to experiences visitors can admire up close, take part in and take home, Legend of Sword and Fairy — now in its 31st year — is coming closer to its users in new ways.
Step into the Booth and Meet a Living Jianghu
Walking further into the Legend of Sword and Fairy booth, sheer drapes, wooden grilles, green mountains and lotus blossoms set one another off, while Chinese-style costumes and the Xihe and Wangshu swords are arranged throughout — the series’ Eastern aesthetics unfold in every detail. The Li Xiaoyao figure, hair lifting and robes billowing, gives the on-screen jianghu a vivid, three-dimensional presence.
Here, the character memories built up across generations of titles meet new creative exploration. Veteran players can revisit a familiar jianghu, while newcomers can begin with its characters, scenes and artwork to discover the franchise’s charm.
Pose with the Cosplayers and Bring Sword and Fairy into Everyday Life
At the interactive area, Zhao Ling’er’s blue-and-white dress, Yue Qingshu’s teal-green robes and Han Lingsha’s red outfit stand out vividly. The three cosplayers chat and pose for photos with visitors, bringing familiar characters off the screen to become keepsakes of the expo in every shot.
On-site perks add to the surprises of the encounter: visitors who follow the official Legend of Sword and Fairy accounts can collect key-art posters from past titles; those who photograph booth products or cosplayers and join the Xiaohongshu topic in line with the rules can receive a Huazhao Xianling transparent-card blind bag; and free AStation Legend of Sword and Fairy XR items are also being given out, so visitors can take home a piece of the franchise’s goodwill.
Inside the booth area, character figurines, fans, canvas tote bags and boxed merchandise are arranged alongside chibi character light signs. From nostalgic posters of past titles to collectible, shareable transparent cards, and on to apparel and goods that fit into daily life, Legend of Sword and Fairy is approaching everyday life in ever-fresher forms, extending a chance encounter at the booth into lasting companionship.
New Content and New Experiences Keep a Classic IP Evergreen
These vivid experiences stem from the character appeal and storytelling heritage that Legend of Sword and Fairy has built up over the years. Characters such as Li Xiaoyao, Zhao Ling’er, Lin Yueru, Anu, Jing Tian, Tang Xuejian and Long Kui carry cultural memories shared by generations of users.
From story settings such as Mount Shu and the Miao borderlands, to classic concepts such as the descendants of Nüwa, to the chivalric resolve and emotional bonds between its characters, the series has built a rich Eastern fantasy world and left broad room for new stories, new characters and new products.
Advances in AI are opening up further possibilities for content creation and interaction. Its rich character relationships and diverse regional and sect settings provide a foundation for exploring new scenes, quest design and interactive storytelling, giving users more ways to take part in the jianghu.
At this expo, CMGE brings classic character interaction and merchandise development together in a single space, showing players a new side of Legend of Sword and Fairy and giving partners a direct view of a classic IP’s potential across different categories and scenarios.
The vitality of a classic IP comes from lasting emotional connection, and from continuous content creation.
Looking ahead, CMGE will continue to strengthen the Legend of Sword and Fairy content matrix, advancing games, animation, AI-generated comic drama, short-form drama and long-form ensemble storytelling projects; at the same time, it will expand collaboration in game co-publishing, IP crossovers, literature, film and television, music, licensed merchandise and location-based entertainment, driving long-term growth in the IP’s influence and commercial value.
Over 31 years, Legend of Sword and Fairy has left behind many unforgettable encounters, and has always kept a place open for new stories. From a photo taken at the booth to the content and experiences still to come, this familiar jianghu is welcoming new companions.
October 21 to 23, Booth T03, Hall W3, Shanghai New International Expo Center — come and meet Legend of Sword and Fairy!
